Think about it. You ask one strategic question of your customers and the business equivalent of clouds separating and a chorus of angels singing commences simultaneously and immediately; you start to enjoy success as you’ve never seen before. Your branding message, influenced by newly captured insights is clicking. You are building your client base. All because of one question.

Okay, in the end it probably isn’t that simple. At the same time, it’s not that difficult either.

So think about it. What’s the one question you would ask? What is the biggest head scratch that keeps you up at night?

Recently, for hotel heavyweight Hyatt, the question was “How do YOU travel?” The chain learned a lot. And all of it driven towards improving the traveler’s experience. One of the ‘a-ha’ moments centered on the fact that those traveling for business place a high value on trying interesting local cuisine. Think that didn’t start a big discussion in Hyatt’s food and beverage division? I bet it did.

By the way, Hyatt did the whole research project through social media. Smart! Because doing so, allowed the company to gauge guest sentiments in real time on a lot of different topics and in different parts of the world.

I have checked Amazon.com. I’ve walked the aisles in all the big box retailers. I’ve even checked out some garage sales. And still, I cannot find this thing called lightning in a bottle.

The stuff must be rare!

In the business world that’s certainly a true statement. It exists, just not as frequently as we’d like to think.

What is not in short supply? Great (or at least ‘good’) ideas on how to grow a business or brand, and smart strategies to bring those ideas to market.

Many times though, the third piece is missing; simultaneous and superlative execution of all of the above. And let’s face it — all of the above are required. And all of them take time.

I can’t take credit for this but I do want to share it. It’s a great line. And it goes like this: “Bad or poorly executed ideas have nowhere to hide.” I got that from an article on the website strategy+business.

And I believe it.

I will tell you, that the old ‘gut instinct’ or that ‘hunch’ or that ‘feeling in my bones’ are probably not the kinds of things you want to base major decisions on. It’s a little like gambling in Vegas — it can be a crap shoot.

When businesses ask me to help them with a brand re-launch or the introduction of a new product, I tell them what I will tell you here and now.

Have a good sense of what your customers see as your greatest customer value proposition (not YOUR assesment — theirs). By way of example, there is a reason (my customer value proposition) why I will drive 32.6 miles for my favorite pizza and not think twice about it.

Always be in a constant mode of super-serving your customers’ needs.

Consider all the things you do well. And then ask, “What are the systems and processes tied to those initiatives that can also be applied to other growth opportunities for my business?”

Look across the street — to your competitors and determine the areas where they lead and where they are soft. Your opportunity may rest in knowing how to attract their least satisfied customers.

Research! Research! Research!

That last one is an important one. It’s not enough anymore to simply be ‘open for business’. To succeed, or lead in a category, you need to have a never-ending thirst for knowledge. And that’s where the qualitative research expertise of Joe Hengemuehler Consulting can help. So give us a call and tell us about the research project you’d like to start. We can help. 888-703-4636.

Oh, and I couldn’t resist. Here’s an image of that elusive lightning in a bottle.